“Outside-In” marketing strategy and execution is a linear process that often leads to non-linear results.

Approach

At ASYS, we help to unlock the customer understanding that is often trapped inside the institutional knowledge of our clients. Through a time-proven, rapid strategy development process, we help our clients make better decisions that, in turn, produce better programs – which ultimately yield better results.

Our clients find that by engaging an outside perspective, where assumptions can be questioned and a rigorous process can be followed, great strides can be made toward “walking a mile in the prospects’ shoes,” in very short order. Once we have established a level of customer empathy, we can approach the challenges of launching a new product, or raising awareness, or creating new demand, from an entirely new perspective.

We can engage the prospect or customer in the manner in which they want to be engaged. We uphold several principles.  First, we always encourage our clients to give before they take.  For instance, if we want a prospect’s contact information, they should be happy to provide it – not be coerced into giving it up – as that is not how trusted relationships are formed. Next, we work with clients to become the leaders in their particular market niche. Very few companies get to be leaders across a broad spectrum of the market. However, nearly any company can become the leader of a market segment, by working smart, and with a sustained effort. This leadership, if done well, builds trust, raises awareness and often shortens the sales cycle.

We focus on closing the loop between Sales and Marketing. Too often, Marketing-sourced leads are not considered valuable by Sales because they are not ready to buy. In our experience with most companies, these leads languish and at best are included in email campaigns or newsletters. By establishing a lead nurturing program, where prospects are shepherded through a well-defined and highly visible maturation process, we can convert many of the marketing-qualified leads to sales-qualified leads. In the end, this nurturing process is much less expensive than continually trying to stuff the end of the funnel, and will improve the overall effectiveness of any demand generation program.

When salespeople do engage, we help them better articulate the value that their company and products/services represent to the prospect, because we have developed positioning and messaging that resonates with the particular market they are targeting. We can help them quickly evaluate who to spend time with and who to send back to the nurturing program. No leads are lost and precious time is conserved.

Introducing the ASYS Approach

For more information about how we could help you with your Sales, Business Development, or Marketing objectives, please email us at info@asyspartners.com